Trying to bring some common sense to the world of brand marketing, mobile and The Internet of Things

Orange and T-mobile merger: it’s official (finally)

The Orange, T-Mobile merger is now official. And hardly surprisingly, Orange have emerged as the dominant partner, with UK boss, Tom Alexander announced as the new CEO. It is hoped that the merger will create savings of over £400m per year by reducing the number of base stations, rationalising stores and network operations. The merger will create the UK’s largest network by subscribers, coverage and just about anything else you care to mention.
At the moment each brand will retain it’s own name, but there is heavy speculation of a complete merger within a few years. What will be the new name? Torange? Morange? Orange-Mobile? Continuing a fruit based theme (not that Orange is supposed to be associated with the fruit, only the colour), how about Tangerine?